CD Packaging - What's already out there?

My argument for CD Packaging is that it is much better than any digital download. The physicality of taking off the cellophane and exploring is one which unites the consumer with the product. This engagement I believe is needed to have a proper feel for the sound of an album.

The examples shown here back up my argument as they are products that encompass far much more than just a cd containing music. The first example here is for australian artist 'Sarah Blasko'.

This is a special release of 1000 copies, which is often the way with packaging such as this, and I prefer it like this as I think it makes it much more special. Each is numbered, signed and comes with an extra disk of bonus songs, plus a paintbrush and 4 cards that have been printed with magic ink (so you have to paint them with water to reveal the artwork). It backs up my research into getting fans involved physically, and after all its always good to play around with things like that.

One that I remember and always comes up when discussing packaging like this is 'Beck's' album packaging for 'The Information'. It seems to be nothing short of iconic, and allowed fans to express themselves visually while listening to the music. This, to me, revolutionises the way we view album artwork. Whether it is a gimmick or a massive art project, the idea is something that could reinvent the CD format. With all of the focus on digital downloads, I feel this reconnects fans with the artist and allows them to feel part of the album.

Technically, it seems quite childish to provide stickers for fans to create their own artwork, but its quite a creative process. Everyone can have an hour of escapism with this album on and respond to it in a visual way. Beck explained to WIred magazine he wanted no two copies of the CD cover to be the same: "The artwork is going to be customizable. The idea is to provide something that calls for interactivity."

I don't have the exact sales figures but this was produced as a way to reinvent the CD format. However, because the album art concept was seen as a gimmick to bolster retail sales, The Information was deemed ineligible to enter the UK Albums Chart.

One important quote that I feel needed including was from Gerard Saint, Big Active’s founder and creative director.
“Typically, CDs offer little more than five inches of plastic disc and at best a welldesigned booklet,” he argues. “If the packaging is integral to the experience of physically owning the album, then the idea of a physical format is still relevant. In a world where you can now cherry-pick tracks online from an album, it’s the album format as a ‘collective work’ of songs that’s almost becoming obsolete.”